Forrester: Generative AI Reshapes B2B Buying, Rendering Traditional Go-to-Market Models Obsolete
Event summary
- Forrester's B2B Summit North America 2026 will be held in Phoenix, April 26–29, 2026.
- Over 90% of business buyers are already leveraging or planning to use generative AI in purchase decisions.
- The summit's theme, 'GTM Singularity,' addresses the collapse of traditional B2B go-to-market strategies.
- Forrester will present new research, analyst insights, and certification courses at the summit.
- The deadline to submit nominations for the B2B Return On Integration Honors and B2B Programs Of The Year Awards is February 2, 2026.
The big picture
Forrester's assessment highlights a systemic disruption in B2B sales, driven by the pervasive adoption of generative AI. This shift necessitates a fundamental rethinking of go-to-market strategies, moving beyond traditional methods to embrace AI-driven discovery and personalized engagement. The summit signals a recognition that B2B organizations must adapt rapidly or risk losing market share to competitors who are more effectively leveraging these new technologies.
What we're watching
- Adoption Speed
- The rapid adoption of generative AI by business buyers will likely accelerate the obsolescence of existing B2B GTM models, forcing a more immediate and drastic overhaul than initially anticipated.
- Accountability Shift
- The emphasis on 'The Accountability Reset' suggests a growing disconnect between GTM activities and demonstrable business outcomes, potentially leading to increased scrutiny of marketing and sales spend.
- Human Integration
- The focus on 'Human + AI GTM' indicates a recognition that purely automated approaches will fail to build the trust and relationships crucial for complex B2B sales, and the challenge lies in finding the optimal balance.
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